Beyond the barn
The reinvention of identity
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The wasted potential of Belarus

The country's economic outlook remains clouded by reliance on Russia

October 11, 2024

6 min read

October 11, 2024

6 min read

During the autumn of 2016, Emerging Europe, in co-operation with the European Bank for Reconstruction and Development (EBRD), organised an Outlook on Belarus, an event which coincided with the country that year being recognised by the World Bank as one of the 10 most improved economies in the world. 

The report which accompanied the event highlighted that while more reform of the country’s economy and political system were needed, positive changes were taking place. 

At the time, Belarus did indeed appear to be moving in the right direction. A new, young breed of entrepreneurs and civil servants was looking west for inspiration, not east.  

Sectors such as IT were actively being encouraged to develop—free of state interference—by the authorities, foreign investment was actively being courted, and while the country remained a de facto dictatorship led by the same leader since 1994, there was a real sense that change was afoot, and that the country was finally ready to open both its economy and political system to competition. 

All that changed in August 2020, following an election which the country’s long-time leader, Alexander Lukashenko, almost certainly lost to Svetlana Tikhanovskaya, the wife of a jailed dissident, who had been allowed to stand as, in her own words, “they didn’t see a simple housewife as a threat”. 

The aftermath of the election (Lukashenko claimed victory with an implausible 80 per cent of the vote) saw Belarus plunged into economic uncertainty, exacerbated by a brutal crackdown on dissent (thousands of opposition figures were jailed; many remain behind bars to this day) and significant Western sanctions.  

These sanctions targeted key exports, including petroleum products and potash, which were crucial revenue sources. By 2021, the EU and the US had placed sanctions on state-owned enterprises and financial institutions, aiming to squeeze the regime economically. The impact was swift: foreign trade deteriorated, inflation surged to double digits, and the Belarusian ruble experienced periodic devaluations. 

Sanctions, adaptation, and economic strain 

Belarus’s economy leading up to the 2020 election was defined by a broadly intact Soviet-style system, with heavy state control over major sectors such as manufacturing, petrochemicals, and agriculture.  

Growth was sluggish, averaging around one to two per cent annually from 2014 to 2019, with significant inflationary pressures. The so-called ‘social contract’, with the state, where citizens received economic stability in exchange for political compliance, had begun to strain under slow wage growth and deteriorating living standards.  

The country’s economic model was increasingly unable to deliver sustainable growth, as structural weaknesses stifled innovation in sectors controlled by the state, and diversification.  

This stagnation manifested in a widening well-being gap with neighbouring EU countries, with Belarus’s GDP per capita dropping to around 52.5 per cent of the EU average by 2022, a level last seen in the mid-1990s. 

Heavy reliance on Russia for energy subsidies and export markets compounded these challenges. While trade with Russia often provided a cushion, it also limited Belarus’s economic autonomy.  

Approximately 40 per cent of Belarus’s exports went to Russia before 2020, but this figure has since risen to around 65 per cent, illustrating deepened dependency as sanctions from the West took hold.   

While some sectors, like agriculture and manufacturing, have demonstrated resilience, often buoyed by state support and redirected trade through Russia, underlying issues persist.  

Price controls and state intervention have kept inflation in check of late but at the cost of stifling investment. The GDP growth rate, which reached 5.5 per cent in early 2024, is projected to slow significantly, with expectations of stagnation by 2025 as capacity constraints and ongoing sanctions weigh down growth prospects. 

Belarus has also suffered significant brain drain since 2020, with entrepreneurial talent moving abroad.  

BEROC, a leading Belarusian think tank, has called this phenomenon ‘internationalisation’, manifested in the relocation of Belarusian companies and employees, the opening of offices, and the launch of new businesses primarily in neighbouring countries—notably Lithuania and Poland. 

A new Belarus 

The potential of Belarus that seemed so apparent back in 2016 nevertheless remains. If the country were to undergo a democratic transition, it could unlock considerable economic potential across various sectors.  

Key areas poised for growth include IT, which despite political challenges remains one of Belarus’s most promising industries. The High-Tech Park (HTP) in Minsk has attracted global clients, and democratic reforms would almost certainly lead to an influx of foreign investment and talent, further positioning Belarus as an Eastern European tech hub. Liberalising policies and closer alignment with the EU meanwhile would significantly boost the sector’s competitiveness and innovation potential . 

With nearly half of the country’s land dedicated to agriculture, Belarus’s farming sector would likewise benefit from modernisation and better market access.  

Democratic reforms could facilitate the introduction of advanced farming techniques and unlock new markets, particularly within the EU, currently all but closed. The potential for exporting dairy, meat products, and cereals could expand, given the country’s agricultural capacity and proximity to European markets.

Belarus also has vast potential in renewable energy. Energy security remains a critical issue, with Belarus currently reliant on Russian natural gas imports. A democratic shift could open the door to renewable energy investments and infrastructure development in wind, solar, and biomass, supported by EU funding and technical expertise.  

Diversifying the energy mix would not only reduce dependence on Russia but also align Belarus with broader European green policies. 

Outdated as they are, manufacturing and heavy industry also offer scope for investment. Existing industries such as machinery production, trucks, and tractors could benefit from privatisation and modernisation efforts under a new political system.  

While state-owned enterprises like BelAZ and MAZ currently operate with significant inefficiencies, market-oriented reforms and foreign investment could revitalise these sectors and improve export competitiveness. Such restructuring would be crucial for maintaining a viable industrial base amid shifting global market dynamics. 

Geopolitical considerations 

An economic transition would also involve balancing Belarus’s geopolitical relationships. While Russia’s economic leverage over Belarus has grown since 2020, the opportunity to engage with the EU and other international bodies could provide an alternative pathway.  

Belarus’s future economic strategy would need to involve diversifying its partnerships to reduce its dependence on Russian subsidies and expand its access to global markets. Such a strategy would also require overcoming potential Russian resistance to any substantial shift in Belarus’s economic orientation. 

The road to such profund change, which seemed clear in 2016, is today full of obstacles, however—not least Lukashenko’s hold on power. 

Structural weaknesses in the economy, entrenched bureaucratic practices, and the risk of Russian intervention would pose significant hurdles. Nevertheless, the well-educated workforce, existing industrial capacity, and cultural ties to Europe could serve as a foundation for economic renewal.  

Given its economic potential, there is no reason why a democratic Belarus could not follow a trajectory similar to Poland or the Baltic states, leveraging reforms to stimulate growth and integration with the European economy. 

First, however, Lukashenko needs to go. And, despite the best efforts of Tikhanovskaya, who leads the country’s opposition from exile in Lithuania, there are currently few signs that his departure is imminent.

Marek Grzegorczyk

Marek Grzegorczyk

Marek Grzegorczyk is an analyst at Reinvantage.

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Case study: Global technology company

1. The Client

A global technology company operating across EMEA, with a regional HQ in Istanbul. The company manages 20+ markets, handling everything from brand campaigns to strategic partnerships.

Role we worked with: The EMEA Head of Marketing (supported by two regional managers).

2. The Challenge

Despite strong products and a respected global brand, the regional team was struggling with:

  • Misaligned strategy across markets → campaigns executed with inconsistent narratives.
  • Slowed growth → lead generation plateaued despite increasing spend.
  • Internal friction → marketing, sales, and product teams disagreed on KPIs and priorities.

Traditional fixes (more meetings, more reporting) only created more noise.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional HQ team.

  • Day 1–3: Intake → Reviewed decks, campaign data, and plans.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Sales and marketing had different definitions of “qualified lead.”
    • 40% of spend was going into low-potential markets.
    • The team assumed the problem was lack of budget, but it was actually lack of alignment.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint uncovered that the issue wasn’t budget, but fragmentation.
Three sharp insights unlocked a way forward:

  1. Unified KPIs bridging marketing + sales.
  2. Market prioritisation → shifting budget to 5 high-potential markets.
  3. Simplified narrative → one EMEA core story, locally adaptable.
By just realigning resources and focus, the client could unlock an estimated £250,000 in efficiency gains within the next 12 months — far exceeding the Sprint’s value guarantee. The path to higher returns was already inside the business, hidden by misalignment.
5. From Sprint to Action (4 Pillars Applied)

With clarity secured, Reinvantage didn’t suggest “more projects.”

Instead, we used the Sprint findings to create laser-focused next steps — drawing only from the areas that would deliver the most impact:

  • Readiness → Alignment workshops for sales + marketing teams. New playbooks clarified “qualified lead” definitions and reduced internal disputes.
  • Foresight → A market-opportunity scan identified which 5 countries would deliver the highest ROI, removing the guesswork from allocation.
  • Growth → Guided the reallocation of €2M budget and designed a phased rollout strategy that protected risk while maximising return.
  • Positioning → Built a messaging framework balancing global consistency with local nuance, ensuring campaigns spoke with one clear voice.

Because the Sprint had stripped away noise, these actions weren’t generic consulting ideas — they were directly tied to the breakthroughs.

6. The Results
  • +28% increase in qualified leads across the region.
  • 30% faster campaign rollout due to streamlined approvals.
  • Budget efficiency gains → €2M redirected from low-return to high-potential markets.
  • Internal cohesion → marketing + sales now use a single shared dashboard.
The client came in believing they needed more budget.
The Sprint revealed that what they really needed was clarity and alignment.

With that clarity, the four pillars became not theory, but practical tools to deliver measurable impact.

The Sprint guaranteed at least £20,000 in value — but in this case, it helped unlock more than 10x that within six months.

Case study: Regional VC fund & accelerator

1. The Client

A regional venture capital fund and accelerator focused on early-stage tech start-ups in the Baltics and Central Europe.

The fund had raised a new round and was under pressure to deliver stronger returns while also building its reputation as the go-to platform for founders.

Role we worked with: Managing Partner, supported by the Head of Portfolio Development.

2. The Challenge

Despite a promising portfolio, results were uneven.

Key issues:

  • Scattered portfolio support → no consistent playbook for start-ups, every partner did things differently.
  • Weak differentiation → founders and co-investors saw the fund as “one of many” in the region.
  • Stretched team → too many small bets, not enough clarity on which companies to double down on.

The leadership team knew something was off, but disagreed on whether the issue was pipeline quality, market conditions, or internal capacity.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the partners and portfolio team.

  • Day 1–3: Intake → Reviewed pitch decks, pipeline funnel data, and start-up performance reports.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • No shared definition of a “high-potential founder.”
    • Support resources were spread too thin across the portfolio.
    • The fund’s positioning was more reactive than proactive — it didn’t own a distinctive narrative in the market.
  • Day 5–10: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the challenge wasn’t pipeline quality — it was lack of focus and positioning.

Three core insights provided the turning point:

  1. Portfolio Prioritisation Framework → defined clear criteria for where to double down.
  2. Founder Success Playbook → standardised support model for portfolio companies.
  3. Differentiated Narrative → repositioned the fund as “the accelerator of reinvention-ready founders.”
These shifts alone gave the fund a path to add an estimated £2M+ in portfolio value over the following 18 months, by concentrating capital and resources where they could move the needle most.
5. From Sprint to Action (4 Pillars Applied)

With clarity from the Sprint, Reinvantage created a tailored support plan:

  • Readiness → Coached partners on using the new prioritisation framework and trained the team on deploying the Founder Success Playbook.
  • Foresight → Ran scenario analysis on regional tech trends, helping the fund anticipate where capital would flow next.
  • Growth → Guided resource reallocation across the portfolio and supported new co-investor pitches for top-performing start-ups.
  • Positioning → Crafted a sharper brand story for the fund, positioning it as the reinvention partner for globally minded founders.
6. The Results
  • 10 portfolio companies onboarded to the new Playbook → greater consistency of support.
  • Raised follow-on capital for 3 top start-ups with the new prioritisation framework.
  • +26% increase in inbound deal flow from founders citing the fund’s new positioning.
  • Stronger internal cohesion → partners aligned on where to focus resources.
The client thought the problem was pipeline quality.
The Sprint showed it was actually lack of clarity and focus inside the firm.

By applying the four pillars, Reinvantage helped turn scattered effort into concentrated value creation.

The Sprint guaranteed at least £20,000 in value; here it set the stage for multi-million-pound upside in portfolio growth.

Case study: International impact Organisation

1. The Client

A large international impact organisation focused on entrepreneurship and economic empowerment.
The organisation runs multi-country programmes across Eastern Europe and Central Asia, often in partnership with global donors and corporate sponsors.

Role we worked with: Senior Programme Director, responsible for regional coordination.

2. The Challenge

The organisation had launched a flagship regional initiative supporting women entrepreneurs, but the programme was underperforming.

Key issues:

  • Fragmented delivery → each country office interpreted the programme differently.
  • Donor frustration → reporting lacked consistency and clear impact metrics.
  • Lost momentum → staff energy was spent on administration rather than scaling success stories.

Traditional programme reviews had produced long reports, but no real alignment or action.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional leadership team and representatives from two country offices.

  • Day 1–3: Intake → Reviewed donor reports, programme KPIs, and field feedback.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Donors cared about quantifiable outcomes, but reporting focused on stories.
    • Staff were duplicating efforts across countries, wasting time and resources.
    • The initiative lacked a clear theory of change — everyone described its purpose differently.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the issue wasn’t donor pressure or programme design — it was a lack of shared framework and alignment.

Three critical insights reshaped the path forward:

  1. One Unified Theory of Change → agreed narrative for why the programme exists.
  2. Core Impact Metrics → clear, comparable KPIs across all countries.
  3. Smart Resource Sharing → digital hub to stop duplication and accelerate knowledge flow.
By eliminating duplicated reporting and clarifying what success looks like, the client saw they could save the equivalent of £100,000 in staff time annually — while also unlocking stronger donor confidence and follow-on funding opportunities.
5. From Sprint to Action (4 Pillars Applied)

Armed with Sprint clarity, Reinvantage proposed a laser-focused support plan:

  • Readiness → Trained programme leads on using the new metrics and integrated them into existing workflows.
  • Foresight → Analysed donor trends and expectations, aligning the initiative with the next funding cycle.
  • Growth → Developed a funding case based on the new unified theory of change, securing higher renewal chances.
  • Positioning → Crafted a regional success narrative and storytelling toolkit, helping them showcase results consistently across markets.
6. The Results
  • 30% less time spent on reporting → freed capacity for programme delivery.
  • Donor satisfaction improved → positive feedback on the clarity of impact evidence.
  • Secured new funding commitment → one major donor increased their contribution by 20%.
  • Stronger internal morale → staff felt they were working with clarity, not chaos.
The client thought it needed better donor management.
The Sprint revealed it needed a shared foundation across its teams.

By anchoring on the four pillars, Reinvantage turned alignment into efficiency gains and fresh funding opportunities.

The Sprint guaranteed at least £20,000 in value; here it unlocked both six-figure savings and future-proofed funding.

Case study: National digital development agency

1. The Client

A national digital development agency tasked with driving the government’s digital transformation agenda, including e-services, citizen portals, and smart city pilots.

Role we worked with: Director of Digital Transformation, supported by IT and service delivery leads from three ministries.

2. The Challenge

The agency had strong political backing but faced hurdles in implementation.

Key issues:

  • Siloed projects → each ministry developed digital tools independently, leading to duplication.
  • Citizen frustration → services were digital in name, but still required multiple logins and offline steps.
  • Funding pressure → international partners demanded clearer impact in the short term.

The agency wanted to accelerate momentum but struggled to get alignment across ministries.

3. The Sprint

We ran a 14-day Immersive Reinvention Sprint with the agency’s leadership and digital focal points from three ministries.

  • Day 1–3: Intake → Reviewed strategy docs, donor reports, and citizen feedback data.
  • Day 4: Immersive Sprint Session (half-day) → Breakthroughs:
    • Each ministry had different definitions of “digital service.”
    • 20% of budget was going into overlapping pilot projects.
    • Citizens’ top frustrations were known — but not prioritised.
  • Day 5–14: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the biggest blocker wasn’t lack of funding, but lack of shared priorities.

Three practical insights stood out:

  1. One Definition of Digital Service → agreed across ministries.
  2. Quick-Win Prioritisation → focus on top 3 citizen pain points (ID renewal, business registration, healthcare booking).
  3. Shared Resource Map → pool budgets to eliminate duplication.
These changes alone allowed the agency to unlock £75,000 in immediate savings and deliver 2–3 visible improvements in the next quarter — meeting donor expectations and building citizen trust.
5. From Sprint to Action (4 Pillars Applied)

Based on the Sprint clarity, Reinvantage proposed a modest, targeted package of support:

  • Readiness → Facilitated inter-ministerial workshops to embed the “one digital service” definition.
  • Foresight → Analysed citizen feedback trends to shape the quick-win roadmap.
  • Growth → Supported the reallocation of funds to joint projects, reducing overlap.
  • Positioning → Crafted a communication plan highlighting early digital wins to donors and citizens.
6. The Results
  • 2 pilot services integrated into the central portal (ID renewal + healthcare booking).
  • Budget savings of £75,000 from eliminating overlapping projects.
  • Citizen satisfaction up modestly → call centre complaints on digital services dropped by 12%.
  • Donor confidence improved → short-term impact report received positive feedback.
The client thought it needed more funding and bigger projects.
The Sprint revealed it first needed clarity and alignment.

By applying the four pillars to a targeted scope, Reinvantage helped deliver visible results within a single quarter — proving progress to citizens and donors and laying the groundwork for deeper transformation.